Like many others, we like to make predictions when unwrapping a new calendar and looking forward to a whole new year. 2013 will see a new acronym added to the ad-tech lexicon - STP. Straight-through processing (STP) enables the entire trade process for markets and payment transactions to be conducted electronically without the need for re-keying or manual intervention. In the last few years, we have seen curiously little discussion of straight-through processing.
Many folks in media buying dream about the day when straight through processing facilitates a media buy that can be briefed, proposed, trafficked, inserted, delivered, invoiced, and paid with minimal manual work.
The ad-tech ecosystem is full of many bright people working hard to solve each step of the STP problem. In 2013, we will begin to see a critical mass of the process automation required to form a ubiquitous infrastructure to facilitate STP. The increasing complexity of digital media buying and the push of addressable media technologies outside of display are creating the potential for unimaginable complexity that can only be rationalized by machine driven processes.
What does this mean for the front-line media buyers, planners, and sales teams? Simple, more thinking and less doing.